Beaver Beverage Company (BBC) recently debuted a new campaign for the launch of Beaver Water that "celebrates in all its funny forms a somewhat vulgar term for female genitalia." The water for the beer comes from the Tushar Mountains in Beaver, Utah.
In the video, a woman is talking to an obviously fake beaver. As they debate the merits of naming the beverage Beaver, she says, “Trust me, on a hot day, people are going to love drinking an ice-cold Beaver,” and the beaver says, “So let me get this straight. You are empowering people to do dam (sic) good with their Beaver.” It ends with the slogan, “Dam Good Water,” and a shot of the can with a haloed beaver.
As a counterweight to the humor, the brand is donating 10% of its point-of-purchase profits to empowering women and 100% of the profits from custom merch sales on its site to various nonprofits that empower and improve the lives of women. They are starting with a line of clothing that supports the Young Survival Coalition, which is dedicated to young breast cancer survivors.
What's Driving This Trend
- Female Empowerment Campaigns
- The success of the Beaver Water Campaign shows that there is a demand for humorous and empowering female-centric advertising.
- Controversial Branding
- Controversial slogans and branding can be an effective way for brands to stand out and generate buzz.
- Social Responsibility Marketing
- Brands that incorporate social responsibility into their marketing strategies can appeal to socially conscious consumers and make a positive impact.
Who This Affects Most
- Beverage Industry
- The Beaver Water Campaign highlights the potential for unique and attention-grabbing marketing in the beverage industry.
- Fashion Industry
- BBC's line of clothing that supports breast cancer survivors demonstrates the potential for fashion brands to incorporate social responsibility into their business models.
- Nonprofit Industry
- Partnerships with unique and unconventional brands, like the Beaver Water Campaign, can offer new opportunities for fundraising and awareness for nonprofits.
